OKGo is multi-year campaign created through a formal partnership between the COEDC, Accelerate Okanagan, and Tourism Kelowna, along with the participation of industry and post-secondary organizations. OKGo Vol 2 magazine was created to showcase the innovative entrepreneurs/industries driving the economy in the Central Okanagan with the objective of attracting business events, talent, entrepreneurs and business investment. The magazine features individuals and organizations in the region who are making waves in their respective sector.
This storytelling seeks to show the impact these organizations are making locally and globally, spark connection and communicate our value as a region. It provides a cohesive story that can be shared and leveraged through each partner’s networks and further the impact of our message to promote the region.
Effectiveness / Meeting Objectives
The OKGo Vol 1 magazine was well received and utilized by local ambassadors with over 700 copies distributed through partner networks and by regional industry ambassadors. In 2022, the OKGO partners released Vol 2 of the magazine. Building on those original sector stories in Aerospace, Manufacturing, Viticulture, Agriculture and Digital Tech, we were excited to continue telling those stories of innovation and opportunity here in the Central Okanagan. A total of 1000 physical copies OKGo Vol 2 have been distributed amongst industry, post secondary institutions, local, provincial, and federal governments, chamber organizations, and several additional requests continue to flood in. The OKGo website hosts both Vol 1 and Vol 2 of the magazines for easy downloadable access. A total of 332 digital magazines have been downloaded to date.
Challenges & Changes
Supply chain issues resulting from the pandemic and natural disasters posed a challenge in the publication coming to fruition. Delivery delays, low paper stocks and acquiring the gold foil for the magazine created difficulties in acquiring the magazines in both a timely manner whilst simultaneously keeping the same unified look and quality as the previous year’s publication. Another obstacle to overcome was telling the industry stories while meeting the strategic needs of each organization to present a unified message as an invitation to the region across connecting with the target audiences.
Target Audience (demographics)
The physical copy of the publication is shared with campaign partners to distribute to various contacts within their networks, such as Destination Canada, Canadian Trade Commissioner Service, Trade and Investment BC, and Innovate BC. The magazine is also distributed to local community partners and businesses, with the intent that it is shared at tradeshows and conferences outside of the Central Okanagan.
An online version of the publication is also available through the OKGo website. Central Okanagan residents, businesses and organizations have been recruited to share the OKGo website through their local, national and international networks. The message will continue to reach a vast number of key audiences: industry executives, entrepreneurs and employees of organizations located in the US Pacific Northwest.
The development of the magazine has enhanced collaboration efforts among regional partners as it aligns regional strategic plans and objectives jointly aimed at displaying our value proposition. The most powerful recognition and celebration of the region’s competitive advantages comes from our own businesses and entrepreneurs. Their success stories and resiliency are what “sells” the region to other investors, entrepreneurs, and talent.
Enhanced assets allow us to equip our provincial/federal counterparts to understand the region’s competitive advantages and better direct site selectors, event planners, investors, and entrepreneur inquiries.